Influencers and creators have become a fundamental pillar of communication since they are often co-creators of projects, as well as a media format that is part of brand building. It is in this current market scenario that Grey Brasil is launching GREY CREATORS Intelligence. The idea of structuring the new service was born out of a question about the effectiveness of brands’ work with content creators – a lot of investment has been made in influencers, but has this investment also been effective?
GREY CREATORS Intelligence presents a new way of operating with influencers and creators that will start from an integrated strategic and creative vision, based on data and enhanced by WPP’s proprietary AI, to achieve a performance that is, in fact, effective for brands and their businesses.
“We decided to expand Grey’s mission of being “Famously Effective” to the work of creators with brands by developing an intelligence center that, by combining creativity and business results, is able to ensure that the profiles chosen strategically are relevant to the public and aligned with the brand’s values, capable of generating recognition and genuine connection with the audience, and that they are original and generate a positive impact,” explains Mariana Pagano, Head of Strategy and Data at Grey, who will lead the operations of GREY CREATORS Intelligence.
The new structure – which already has 10 employees – aims to increase the accuracy of talent selection and the measurement of results. To this end, GREY CREATORS Intelligence relies on proprietary tools, such as BAV, and WPP Open, the group’s AI, which will permeate the actions developed for the projects it serves, taking into account the context and performance of the Creators. In addition, the operation aims to promote integration between content platforms and creators, thus enabling co-creation during the creative process of the projects.
“We will deliver communication that is totally guided by data and creativity, and we will act end-to-end with the aim of achieving real results, increasing ROI and the effectiveness of the use of influencers,” summarizes and concludes Priscilla Telles, Head of New Business and Clients at Grey Brasil.
